Woodman's Market is one of several small grocery stores aggressively pushing the envelope on technology for its customers, reports U.S. News.

The store recently added a scan and go capability, where customers can pick up a device and scan product prices as they shop, and then scan the final receipt and pay at the terminal.

The Madison, WI store also has "rapid checkout" lanes with 360-degree scanners that decrease checkout time by half.

Grocers say that Amazon's acquisition of Whole Foods increased pressure to step up their incorporation of technology, including e-commerce.

Large retailers aren't the only ones grappling with how to incorporate technology in their processes.

While Woodman's Market is on the aggressive end, other grocers are hesitant to introduce new technologies that may be costly and not currently in demand by customers.

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